A groundbreaking initiative within Apple, a subscription health service envisioned as a personalized wellness revolution, is facing significant setbacks. For years, the company poured resources into a project known internally as “Mulberry”—an AI-powered health and fitness coach designed to redefine preventative care.
The shift in direction follows a recent executive restructuring, with Eddy Cue now leading Apple’s health initiatives after Jeff Williams’ departure. This change has triggered a quiet dismantling of the Mulberry project, signaling a potential pivot in the company’s health strategy.
Mulberry wasn’t simply intended to track data; it was designed to *interpret* it. The AI would synthesize information from the Health app, Apple Watch, and even external lab results, transforming raw numbers into actionable insights and personalized recommendations for users.
Apple’s ambition extended beyond software. A dedicated studio was constructed in California, staffed to create a library of videos explaining complex medical conditions and guiding users through tailored wellness programs. The initial plan aimed for integration with iOS 26, but the launch date was repeatedly delayed, ultimately landing on iOS 27 and watchOS 27 this fall.
Now, that timeline appears uncertain. Reports suggest the entire AI coach project has been significantly scaled back, potentially shelved altogether. The reason? A perceived need for greater speed and competitiveness in a rapidly evolving health tech landscape.
Eddy Cue reportedly expressed concerns that competing apps, like those from Ouya and Whoop, were offering more compelling and immediately useful features. This assessment prompted a reevaluation of Apple’s approach, prioritizing agility over a complex, subscription-based service.
The news may offer relief to those wary of adding another subscription to their monthly bills. While the comprehensive AI coach may be on hold, elements of the project—including data analysis and the video content—could still be integrated into the standard Health app this year.
Furthermore, Apple continues to innovate in other areas of health technology. Development is underway on a system utilizing the iPhone camera to analyze a user’s gait, offering another avenue for proactive health monitoring and personalized feedback.
The unveiling of iOS 27 and watchOS 27 is scheduled for September, following a preview at the Worldwide Developers Conference in June. These releases will reveal the extent to which the remnants of the Mulberry project will shape the future of Apple’s health offerings.
